03rd Apr2015


Our latest experiential campaign


Twenty-two grass roots contact, touch and women’s rugby teams battled it out at the first ever MaxiNutrition Rugby Cup on the 29th March, determined to win a chance to play at the one and only Twickenham Stadium.

It may have been drizzle and grey skies, but the experiential event was a stomping success, with back-to-back action at the Harlequin’s home, The Stoop, for the qualifying rounds. Then, the best-of-the-best headed to the home of England Rugby, Twickenham for the grand finale.


Alongside the on-pitch action, we introduced a brand new engagement mechanic – the digital protein mirror – to help educate players on the importance of protein in their diets.

To get involved, all you had to do was use the interactive touch screen to programme in your height, weight, gender, age and player position. A quick body scan using the digital mirror and et viola! a personalised Player Profile Statistic Card popped up onscreen.


This infographic told you everything you need to know about protein and how it impacts your personal performance. And with a touch of a button it could be shared via Twitter or email.

Of course we also had our fitness fanatic brand ambassadors available for any questions and to give the tired – and muddy! – players the chance to sample all of the latest Maxi products.



The statistical code used for the mirror was created by MaxiNutrition’s expert nutritionists. The mechanic proved so popular that it’s already being re-programmed to be launched at Blenheim and London triathlons later this year. So, watch this space!


Return Home…